There are plenty of options for particular metrics to drive paid search programs toward, but not every KPI is created equal. Here, we’ll dive into what your preferred KPI says about you and provide recommendations to help you assess whether your KPI reflects the goals you care about.

All insights are at least slightly hyperbolic and assume you have a one-track mind for your KPI of choice. I bet some of you out there can keep two, three, maybe even more KPIs in mind when managing accounts, as you should. You’ll just have to meld the descriptions to uncover those deep insights into your psyche that you’re reading this to find.

About The Author

Andy Taylor is a Senior Research Analyst at RKG, responsible for analyzing trends across the digital marketing spectrum for best practices and industry commentary. A primary contributor to the Merkle | RKG Blog, Dossier, and quarterly Digital Marketing Report, his 4+ years of experience have seen him master and provide valuable insights into topics that extend across paid search, comparison shopping engines, display advertising, SEO, and social media. Prior to coming to RKG, Andy worked as an event organizer for a political campaign and dabbled in freelance writing. A graduate of the University of Virginia with a degree in Economics, he likes to spend his free time watching documentaries and selling homemade ice cream sandwiches at farmer’s markets with his girlfriend.